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Marco Tulio Zanini and Michael Musante
The purpose of this paper is to provide insights into the expanding role of trust in the knowledge economy. Specifically it aims to focus on the unique nature of the knowledge…
Abstract
Purpose
The purpose of this paper is to provide insights into the expanding role of trust in the knowledge economy. Specifically it aims to focus on the unique nature of the knowledge economy and the importance of informal and social control provided by the development of trust.
Design/methodology/approach
The paper is conceptual and a literature review.
Findings
The intra‐ and inter‐organizational dynamics of the knowledge economy require a unique focus on the development and maintenance of trust. Marketing relationships within and across firms will change and require a renewed emphasis on trust to safeguard the key asset in the knowledge economy, knowledge.
Originality/value
This article adds new insights on organizational trust, specifically under the paradigm of knowledge‐based production systems that characterize a knowledge economy.
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Brian Brown, Christina Sichtmann and Michael Musante
Business‐to‐business (B2B) manufacturing firms increasingly integrate services into their product portfolios under the same brand umbrella. This article aims to develop a…
Abstract
Purpose
Business‐to‐business (B2B) manufacturing firms increasingly integrate services into their product portfolios under the same brand umbrella. This article aims to develop a conceptual model of the drivers of success for such B2B product‐to‐service brand extensions.
Design/methodology/approach
The research considers the drivers of product‐to‐service brand extensions success from an organizational buying behavior, branding, and service‐dominant logic (SDL) perspective.
Findings
In their product‐to‐service brand extensions, B2B firms are more likely to attain success if they have well‐regarded brand reputations, relevant service competencies, and strong buyer‐seller relationships. In addition, shared innovativeness, an ability to enhance utility and/or create transaction efficiencies, and effective marketing support are proposed to positively affect brand extension success.
Research limitations/implications
Future studies need to test the proposed model.
Practical implications
The propositions encourage managers to develop product‐to‐service brand extensions according to their ability to add customer value and reduce risk rather than on the basis of the perceived fit between the service extension and the existing brand name.
Originality/value
Relatively few existing studies consider brand extension success, and virtually none of them address product‐to‐service brand extension success in a B2B context.
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The purpose of this article is to investigate sports branding at the personal level by focusing on the evolvement, growth and sustainability of the ANNIKA BRAND – an extension of…
Abstract
Purpose
The purpose of this article is to investigate sports branding at the personal level by focusing on the evolvement, growth and sustainability of the ANNIKA BRAND – an extension of Annika Sörenstam's success on golf courses worldwide.
Design/methodology/approach
A qualitative case study method inspired by “symbolic interactionist” aspects and focusing on Annika Sörenstam's commercial success with personal sports branding and its interdependence with sports branding at the product and corporate levels. Data collection was conducted in accordance with interpretative research traditions and hence based on qualitative semi‐ structured research interviews.
Findings
The “hybrid” nature of sports brands draws highly on “emotional capital” and “social currency”. Personal sports branding acts as a “hybrid”, which facilitates “hybrid” branding relationships between personal sports brands and sports brands at the product and corporate levels – often underlining good ROIs for all involved parties if the sports branding process is executed well strategically. This article presents personal sports branding as a hybrid phenomenon, which is dynamic by heart and part of a well‐coordinated process engaging several partners.
Practical implications
The practices and activities of the ANNIKA BRAND is a showcase for sports branding practitioners thinking about sustainable business models.
Originality/value
This paper is unique in offering a roadmap for how personal sport stars may approach brand development and growth while discussing key points of the interdependence between sports brands at the personal, product and corporate levels.
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Dean G. Pruitt, Robert S. Peirce, Jo M. Zubek, Gary L. Welton and Thomas H. Nochajski
This research examined the relationships among a number of outcomes of mediation. The sample consisted of 73 hearings at two dispute settlement centers in New York State…
Abstract
This research examined the relationships among a number of outcomes of mediation. The sample consisted of 73 hearings at two dispute settlement centers in New York State. Predictions from goal achievement theory were contrasted with predictions from procedural justice theory. In accordance with goal achievement theory, disputants who attained their goals in the agreement indicated immediate satisfaction with that agreement and with the conduct of the hearing. However, goal achievement was unrelated to long‐run success or long‐run satisfaction with the agreement, a result which may apply primarily to the mediation of interpersonal disputes. The predictions from procedural justice theory were more successful. Disputants who perceived that the underlying problems had been aired, that the mediator had understood what they said and that they had received a fair hearing also showed immediate satisfaction with the agreement and with the conduct of the hearing. In addition, these and related perceptions—especially in the eyes of the respondent—were predictive of several aspects of long‐run success.
The main focus of the paper is an examination of the nature of sponsor commitment to a team, an event or a sport. Established notions of “sponsor commitment” typically involve the…
Abstract
The main focus of the paper is an examination of the nature of sponsor commitment to a team, an event or a sport. Established notions of “sponsor commitment” typically involve the sponsor engaging in a transaction with a sponsored property. Through this process a sum of money is paid to property managers in return for which the sponsor expects to achieve a tangible outcome. The paper argues that this is a crude view of commitment, and highlights the relevance of a more collaborative and relational perspective of sponsor commitment. It begins with an examination of the relationship literature, highlighting the important role of commitment between collaborative partners, and concludes by exploring a range of implications for sponsorship managers embracing a broader view of commitment.
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James M. Gladden and Daniel C. Funk
This paper examines the relationship between brand associations (anything in the consumer's mind linked to a specific team brand) and brand loyalty in US professional sport. To…
Abstract
This paper examines the relationship between brand associations (anything in the consumer's mind linked to a specific team brand) and brand loyalty in US professional sport. To study the relationship between 13 brand association dimensions and brand loyalty, a survey of professional sport consumers was completed (N = 929). Results of multiple regression analysis revealed positive relationships between fan identification, escape, nostalgia, and product delivery, and brand loyalty. Negative relationships were found between tradition, star players, and peer group acceptance, and brand loyalty.
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The purpose of the study is to develop a reliable measure of sport team personality that incorporates the relevant dimensions/traits consumers attribute to their sport teams.
Abstract
Purpose
The purpose of the study is to develop a reliable measure of sport team personality that incorporates the relevant dimensions/traits consumers attribute to their sport teams.
Design/methodology/approach
Initially, content analysis of sport teams' web sites and magazines were used to identify the items of the scale. Following this a survey research method was used to gather data from consumers. Exploratory and confirmatory factor analyses were conducted on a sample of 301 consumers.
Findings
The analyses of the data resulted in a sport team personality scale consisting of five dimensions: competitiveness, prestige, morality, authenticity, and credibility
Practical implications
Sport brand managers can use the scale for benchmarking purposes and for examining how their sport teams/brands are perceived by sport consumers in terms of the five dimensions identified in this research.
Originality/value
The study expands the concept of brand personality to sport services and provides insights into the main dimensions of sport brands' personality. This is the first study that develops a valid and reliable instrument for measuring the personality of sport teams.
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Rozelia Laurett, Arminda Paço and Emerson Wagner Mainardes
This paper aims to understand how the FUCAPE 120% Sustainable project promotes sustainable development in higher education. The project was conceived and implemented by FUCAPE…
Abstract
Purpose
This paper aims to understand how the FUCAPE 120% Sustainable project promotes sustainable development in higher education. The project was conceived and implemented by FUCAPE Business School, a private higher education institution (HEI) specialised in business, located in Vitória, Espírito Santo, Brazil.
Design/methodology/approach
The approach of the study was qualitative research based on a case study. Data were collected through semi-structured interviews with 12 stakeholders involved in FUCAPE 120% Sustainable.
Findings
The results indicate that FUCAPE 120% Sustainable is a project formed from 18 sustainable actions incorporated on the campus of FUCAPE Business School. Most of the project’s actions are connected to the triple bottom line (TBL) and linked to sustainable development goals (SDGs), particularly SDG12 (responsible consumption and production), SDG13 (climate action) and SDG17 (partnerships for the goals).
Research limitations/implications
This study contributes to the literature by extending information on sustainability in HEIs, focusing specifically on a business HEI.
Practical implications
This is an innovative project that can serve as a model for other HEIs, with due adaptations. As business HEIs do not usually have laboratories, they may be considered to have little effect on the environment. However, this study found that business HEIs can have a relevant impact on the environment, and the adoption of sustainable actions can minimise adverse effects.
Originality/value
Various sustainability projects and actions are developed and implemented by HEIs, but studies analysing the projects in business HEIs or studies linking the actions of the project to the TBL theory and SDGs are scarce. Sustainable business HEI-based projects may provide future managers a more inter-disciplinary and sustainable vision focused on the TBL and SDGs.
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